The circuit breaker period in Singapore has impacted not just how businesses operate – from physical stores to online, but also altered communication messages and how content is delivered to consumers. As we enter the new phase of recovery, it's time we re-evaluate how branding and marketing has changed and evolved with the new normal.
On 25 June 2020, Asia PR Werkz presented its third episode, Branding and Influencing in the New Era. The webinar featured a panel of seasoned industry marketing and communications professionals who shared their thoughts on how traditional, digital and influencer marketing have evolved from the recent events and crisis.
The webinar had Michelle Hon (@thechillmom), Author, Podcaster and Founder of MomBoss Academy and Kaiyan Chong, Branded Content & Business Development Lead, Our Grandfather Story as panelists and APRW’s very own Director, Julie Chiang, as the moderator.
Key highlights and takeaways from the webinar include:
- 1.Find your voice: Define your platform’s and/or brand’s uniqueness to tell stories differently and stand out from the others.
- 2.Be yourself: Show aspects of your real life and build on your persona, which helps to relate back to your audience.
- 3.Stand for a cause: Many brands are now aware of cause marketing, especially when consumers are extremely aware of recent events and issues such as Black Lives Matter. Being authentically aligned with a cause that is in line with the brand’s objectives, could help build goodwill, create a long-lasting impact, and breed loyalty.
- 4.Stay agile and reinvent: The crisis has caught everyone off guard, but this could also be a chance to shine. Don’t be afraid to adopt new platforms and styles of content. This can actually boost your engagement with your audience and even cultivate new audiences.
- 5.Long-term strategising is important: Brand loyalty is built over time, and recent events have highlighted it more than ever. Audience are more likely to search for sources of comfort and familiarity in turbulent times. You will reap what you have sowed.
We look forward to seeing you at our next webinar!